Sport website advertising: the impact of congruity and endorsement on banner advertising effectiveness
Brigham, Christopher Michael
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Sport is a fixture of American culture. The fusion of sport, media, and advertising lends growing importance to managing the attitudes of consumers. Scholars have made a tremendous devotion to researching effective advertising strategies for online sport marketing. However, a limited number of studies have focused exclusively on sport celebrity endorsement and related congruity in online advertising. The current study applied MANCOVA testing to produce definitive results. Sport managers should be careful when selecting celebrities to endorse advertisements that are of varying levels of congruity. Where moderate to high congruity is present, celebrity endorsement enhances consumer attitudes. Conversely, low to incongruent ads are negatively impacted by sport celebrity endorsements.